BI 349: How Brendan Kane helped scaled A Supplement Brand from $1M to $100M in 2 years

On the Bright Ideas eCommerce podcast, Trent Dyrsmid interviews today's most successful eCommerce, Agency, and SaaS founders and gets them to share all their most effective strategies and tactics for growth so you can quickly figure what you need to implement in your business today to get ahead of your competition. If you are looking for proven methods to scale up your eCommerce business, increase efficiency, improve your systems, and delegate more, this is the podcast for you. eCommerce, automation, outsourcing, standard operating procedures, workflow management, search engine optimization, social media, podcasting, Facebook, Twitter, YouTube.

Episode Highlights

[3:07] – Brendan Kane talks about how he grew a company from $1M to $100M in revenue

Brendan was able to grow two companies in just two to three years.
Brendan works with companies first to assess a company’s strengths and weaknesses.
From here, he can determine what aspects you can focus on to scale your business.
Know your media buying techniques, your actual creative, and your conversion mechanism.

[9:53] – Brendan shares his methodology for testing

Brendan shares that you should look within and beyond your industry.
Look at both positives and negatives — you can learn from failures and successes.
After collecting data, you can form a hypothesis that you can test.
If the strategy you test doesn’t work, that’s where Brendan pivots and moves onto the next thing.

[12:37] – How does Brendan drive traffic into platforms like Amazon?

Brendan shares that you can use platforms outside of Amazon to drive brand awareness.
This brand awareness, in turn, will increase your brand’s lifetime value.
The visibility from social media platforms becomes transactions on Amazon, which helps you further scale your business.

[13:37] – Brendan talks about choosing the right keyword

Brendan comments on the bell curve of keywords and how marketing all boils down to choosing the right keyword.
Brendan says every keyword depends on the product, as each product is different.
There’s no hard rule: choose the right keyword, choose the right creative.

[16:10] – How Brendan optimizes his CPA

Brendan sets a 30% rule for himself to optimize CPA, for example.
It’s not always a guarantee he can bring down CPA even with his rules, but Brendan says the more data you have, the smarter you get.

[17:56] – Brendan discusses how to relate to a consumer

Brendan shares how to change the dynamic of a conversation.
He describes questions you should ask when you look for strategies to help scale your business.
You should figure out what a consumer wants first, and from there, bring attention to the product you are selling.

[20:35] – Brendan shares how to disrupt patterns to grab a consumer’s attention

Brendan says that in this digital age, you’re competing with everyone who publishes content, not just your direct competitors.
To grab a consumer’s attention, sometimes you have to take a different route and disrupt the pattern.
One way to disrupt a pattern is to subvert expectations or present an idea that goes against cliches.
Brendan gives an example using meditation and how you can say it hasn’t worked for you to gain empathy and establish a connection.

[24:42] – Why Brendan believes you should master one channel first

Rather than spreading yourself too thin, Brendan believes you should master one channel first before moving on to the next.
Beyond Amazon, there are limitless ways you can drive traffic and build your brand’s following.
Be ready to pivot off your top-of-funnel awareness strategy